Moët Hennessy Appoints Patrick Madendjian as Managing Director for North Asia

Moët Hennessy, the wine and spirits division of LVMH, has appointed Patrick Madendjian as Managing Director for North Asia, effective July 1, 2025, as the group seeks to revive momentum in the region following a global sales dip and 1,200 job cuts.

Based in Hong Kong, Madendjian will lead operations in Korea, Hong Kong & Macau, and Taiwan, reporting directly to Anne-Claire Delamarre, President of Moët Hennessy Asia Pacific.

The leadership change comes at a critical time for Moët Hennessy. In the first quarter of 2025, the division recorded an 8% drop in organic sales—its steepest decline among LVMH’s core business units. Spirits sales, led by Cognac and brandy, plunged 17%, while wine fell 1%, reflecting weakening demand in both China and the U.S. In response, the company is undergoing a global restructuring that includes 1,200 job cuts.

Madendjian’s promotion is seen as a strategic move to restore growth in the spirits segment—particularly Cognac, which has borne the brunt of the downturn. As Managing Director for Southeast Asia Emerging Markets, Madendjian successfully turned around the Hennessy business in Singapore and reclaimed Cognac leadership in Malaysia. He also led the integration of Moët Hennessy Diageo’s Singapore and Malaysia operations in 2022, demonstrating his strength in navigating complex markets and corporate transitions.

“This is an exciting new chapter for Moët Hennessy in North Asia,” said Anne-Claire Delamarre, President, Moët Hennessy APAC. “Patrick’s deep understanding of our brands, combined with his visionary leadership and ability to deliver results, make him the ideal leader to drive our North Asia business forward,” “His strategic vision and deep understanding of our portfolio will be invaluable as we continue to strengthen our deliver unforgettable experiences to our consumers in the region.”

Madendjian first joined Moet Hennessy as an International Brand Director. He held several leadership roles, including Group Marketing Manager for Spirits in Mexico. More recently, as Managing Director for Southeast Asia Emerging Markets, he successfully revitalised the Hennessy business in Singapore and reclaimed Cognac leadership in Malaysia. In 2022, he oversaw the integration of Moët Hennessy Diageo Singapore and Malaysia, demonstrating his ability to navigate complex markets and deliver exceptional results.

In his new role, Madendjian will focus on expanding Moët Hennessy’s footprint in North Asia, ensuring the company continues to lead in innovation, luxury experiences, and sustainable growth.

Reflecting on his appointment, Madendjian said: “I’m honoured to take on this new role and lead Moët Hennessy’s incredible portfolio of brands in North Asia. This region is brimming with opportunities, and I look forward to working with our talented teams in Korea, Hong Kong, Macau, and Taiwan to push boundaries, inspire innovation, and bring unforgettable moments to our partners and consumers. Together, we’ll achieve new milestones for Moët Hennessy in this vibrant market.”

Madendjian’s appointment also comes just weeks after China announced it would not impose anti-dumping tariffs on major brandy producers—provided they comply with pricing guarantees, as we have reported. The decision spared companies like Moët Hennessy from potentially punitive trade barriers and offers a crucial window to stabilise the Cognac category, which has seen sharp volume and value declines in the Chinese market over the past year.